What Are Digital Marketing Strategies: How To Build An Effective Plan

Digital marketing strategy is the blueprint that businesses use to achieve their online marketing goals and objectives. It involves using various digital channels, such as social media, content marketing, and SEO, to connect with customers and drive brand awareness and sales.


A digital marketing strategy is like a game plan. It uses the internet to help get your business noticed and reach your goals. Think of it as a map laid out with steps on how to use online tools for success.

This strategy looks at what has been done before in your business. It checks if those efforts worked well or not so good. With this information, you can form new ideas or adjust old plans.

This leads to better results next time! Always keep an eye on past moves when setting up a fresh game plan.


Digital marketing strategies matter a lot. These plans help you show up online and meet your goals. You can see what worked before and what didn’t. This guides you to make better choices for your next steps.

Knowing your customers is key in digital marketing. You need to understand their wants and needs. This makes it easy to create ads they will like.

The five stages of a good plan are: Plan, Reach, Act, Convert, and Engage. Following these steps can help grow your business’s web presence. It helps put the focus on places that will bring in more customers.

Types of Digital Marketing Strategies

Content Marketing involves creating and distributing valuable, relevant content to attract and engage a specific target audience.

Content Marketing

Content marketing is a type of digital strategy. You make and share things like blogs or videos to catch people’s interest. This can help your brand get known on the net. It is not about selling things directly, but giving useful information that relates to what you offer.

It could be tips for using your products or news about topics in your field. For instance, a shoe shop might post articles about foot health or trending shoe styles. Good content makes people want to visit your website often which boosts its rank on search engines.

This means more people find you when looking for something online, helping you reach bigger goals over time.

Paid Advertising

Paid advertising is an important part of digital marketing strategies. It involves paying to display your ads on various online platforms, such as search engines or social media sites.

With paid advertising, you can reach a larger audience and increase visibility for your business. One common form of paid advertising is pay-per-click (PPC) advertising, where you only pay when someone clicks on your ad.

An advantage of paid advertising is that it allows you to target specific demographics and interests. For example, if you’re selling sports equipment, you can choose to display your ads to people who have shown an interest in sports or fitness.

This helps ensure that your ads are seen by the right people who are more likely to be interested in what you have to offer.

It’s important to carefully plan and monitor your paid advertising campaigns. You should regularly review the performance of your ads and make adjustments as needed. This includes analyzing metrics like click-through rates (CTR) and conversion rates to measure the effectiveness of your campaigns.

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is an important part of digital marketing strategies. It involves making changes to a website so that it shows up higher in search engine results. This helps businesses get more organic traffic and visibility online.

SEO includes various techniques like keyword research, creating high-quality content, optimizing meta tags, and improving website loading speed.

By implementing SEO strategies, businesses can increase their chances of attracting potential customers who are actively searching for products or services related to their industry.

For example, if someone searches for “best running shoes,” a business that has optimized its website for those keywords may appear at the top of the search results.

SEO is crucial because most people tend to click on websites that show up on the first page of search engine results. It’s also cost-effective compared to other digital marketing tactics like paid advertising since it focuses on organic traffic.

With effective SEO, businesses can improve their online presence and reach their target audience more effectively.

Social Media Marketing

Social Media Marketing is a key digital marketing strategy that involves using social media platforms to connect with and engage target audiences. It helps businesses build brand awareness, promote products or services, and drive website traffic.

Social media platforms like Facebook, Instagram, Twitter, and LinkedIn offer various advertising tools and features to reach specific demographics. By creating compelling content, such as videos or infographics, businesses can connect with their audience on a more personal level.

This strategy allows companies to interact directly with customers through comments, messages, and posts.

With social media marketing in place, businesses have the opportunity to gain valuable insights into their target audience’s preferences and behaviors. They can track engagement metrics like likes, shares, comments to measure the success of their campaigns.

Influencer Marketing

Influencer marketing is an important type of digital marketing strategy. It involves partnering with popular individuals on social media who have a large following, or “influence,” to promote your brand or products.

These influencers can be celebrities, bloggers, YouTubers, or social media personalities. They create content that showcases your brand and recommend it to their audience.

One key benefit of influencer marketing is the credibility and trust that influencers have built with their followers. When they endorse your brand or product, it can help establish trust and increase brand awareness.

Influencer marketing also allows you to reach a specific target audience more effectively by partnering with influencers who align with your brand values and the interests of your target customers.

To implement an effective influencer marketing campaign, it’s important to choose the right influencers who have influence over your target audience. Collaborate with them closely to create engaging content that resonates with their followers while highlighting the benefits of your product or service.

Email Marketing

Email marketing is a powerful digital marketing strategy that uses emails to promote products or services and build relationships with customers. It allows businesses to directly communicate with their target audience and provide them with valuable information.

With email marketing, you can send personalized messages tailored to each recipient’s interests and preferences. This helps to increase engagement and drive conversions. According to important facts, email marketing is one of the most effective channels for reaching customers, as it has a higher conversion rate than other marketing tactics.

A successful email marketing campaign involves creating compelling content that resonates with your audience. You can use emails to share special offers, provide exclusive discounts, announce new products, or simply keep your subscribers informed about your business.

By segmenting your email list based on demographics, interests, or previous interactions, you can ensure that your messages are targeted and relevant.

To maximize the effectiveness of your email marketing efforts, it is important to regularly monitor the performance of your campaigns. Analyze open rates, click-through rates (CTRs), and conversion rates to understand what works best for your audience.

By testing different subject lines, calls-to-action (CTAs), and designs, you can optimize your emails for better results.

Video Marketing

Video marketing is a powerful digital marketing strategy that involves creating and sharing videos to promote products, services, or brand awareness. By utilizing videos, businesses can capture the attention of their target audience and deliver engaging messages.

Videos are highly effective in conveying information and evoking emotions, making them an excellent tool for storytelling and building strong connections with customers. Video marketing can be done through various platforms such as YouTube, social media channels, websites, or email campaigns.

It is a popular strategy because it allows businesses to showcase products in action, provide tutorials or demonstrations, and share customer testimonials. Incorporating video into your digital marketing plan can help increase brand visibility, drive traffic to your website, and ultimately boost conversions.

Successful video marketing strategies utilize high-quality content that resonates with the target audience. They carefully craft scripts that tell compelling stories or communicate key messages concisely.

These videos should be visually appealing with well-executed production techniques such as professional editing and clear audio quality. It’s important to optimize videos for search engines by using relevant keywords in titles, descriptions, and tags to improve visibility on platforms like YouTube or Google search results pages.

How to Build an Effective Digital Marketing Plan

To build an effective digital marketing plan, you need to define your target audience, identify goals and necessary tools, audit existing channels, plan media campaigns, and bring everything together.

Read on to learn how to create a winning strategy!

Define your target audience

Defining your target audience is a crucial step in building an effective digital marketing plan. Your target audience refers to the specific group of people who are most likely to be interested in your products or services.

It’s important to understand their demographics, behaviors, and needs. By doing this, you can tailor your marketing efforts towards reaching and engaging with them more effectively.

Knowing your target audience helps you create personalized messaging and content that resonates with them. You can identify their preferences, pain points, and motivations so that you can address them directly in your marketing materials.

This enables you to speak directly to their needs and increase the chances of attracting their attention.

Moreover, defining your target audience allows you to focus on the channels where they are most active. For example, if your target audience consists mostly of young adults, social media platforms like Instagram or TikTok might be more effective for reaching them compared to traditional advertising methods like TV commercials.

Identify goals and necessary tools

To build an effective digital marketing plan, it’s important to identify your goals and the tools you’ll need. Start by clarifying what you want to achieve with your online marketing efforts.

For example, do you want to increase brand awareness, generate more leads, or boost sales? Once you know your goals, you can determine the necessary tools to reach them. This might involve using social media platforms like Facebook or Instagram for brand awareness, investing in search engine optimization (SEO) tools to improve your website’s visibility on search engines, or utilizing email marketing software to send targeted messages to potential customers.

By identifying your goals and the right tools for the job, you can create a digital marketing strategy that is tailored to meet your specific needs.


Mapping out the customer journey and understanding their needs and preferences is crucial in building a successful digital marketing strategy. By knowing who your target audience is and what they’re looking for, you can create personalized messaging that resonates with them.

Audit and assess existing channels and assets

Before diving into building a digital marketing plan, it’s important to take stock of your current online presence. This involves conducting an audit and assessing your existing channels and assets.

An audit helps you determine what’s working well and what can be improved upon. It allows you to identify any gaps or missed opportunities in your digital marketing strategy.

During the assessment process, you’ll analyze various aspects of your online presence, such as your website, social media accounts, email lists, and other digital assets. You’ll review metrics like traffic, engagement rates, conversion rates, and overall performance to gain insights into how effective these channels are at reaching your target audience.

By auditing and assessing your existing channels and assets, you can make informed decisions about where to allocate resources for the future. This step sets the foundation for creating an effective digital marketing plan that aligns with your goals and objectives.

Plan owned, earned, and paid media campaigns

When building an effective digital marketing plan, it’s important to consider owned, earned, and paid media campaigns. Owned media refers to the channels that a business has control over, such as their website or social media profiles.

This is where businesses can create and share content directly with their audience. Earned media, on the other hand, is when others talk about or share a business’s content or brand organically.

Examples of earned media include customer reviews or social shares of blog posts. Paid media involves paying for advertising space on various channels like search engines or social media platforms to reach a wider audience.

These three types of campaigns all play important roles in reaching and engaging with the target audience.

In order to plan these campaigns effectively, it’s crucial to first identify the target audience and understand their preferences and behaviors online. This will help determine which channels are most relevant for reaching them.

It’s also important to set clear goals for each campaign and choose the necessary tools to achieve those goals. For example, if the goal is to increase website traffic through paid advertising, Google Ads might be a suitable tool.

Once the target audience is defined and goals are established, an audit should be conducted on existing owned media channels as well as any current earned or paid efforts in order to assess their effectiveness.

This will help identify areas for improvement or new opportunities that can be explored.

Bring everything together

To build an effective digital marketing plan, you need to bring everything together. This means taking all the strategies and tactics you’ve learned about and organizing them in a cohesive way.

First, define your target audience – who are they and what do they want? Next, identify your goals and the tools necessary to achieve them. Then, conduct an audit of your existing channels and assets to see what’s working and what needs improvement.

From there, create a plan for owned, earned, and paid media campaigns that align with your goals. Finally, implement your strategies and monitor their effectiveness so you can make adjustments as needed.

When bringing everything together in a digital marketing plan, it’s important to remember that each piece should fit seamlessly with the others. By analyzing the landscape and understanding customer needs, preferences, and behaviors throughout their journey, you can create personalized messaging that resonates with them.

Examples of Successful Digital Marketing Strategies

Salesforce+ has successfully utilized content marketing to engage and educate their target audience, while Absolut’s influencer marketing campaigns have resulted in increased brand awareness and customer loyalty.

Adidas has also seen great success with their email marketing efforts, driving conversions and repeat purchases. Discover more inspiring examples of effective digital marketing strategies that can help you elevate your own business!

Salesforce+ for content marketing

Salesforce+ is a great example of using content marketing to engage audiences. They create high-quality videos, podcasts, and articles that provide valuable information to their target audience.

By delivering this content through various channels, such as social media and their website, they are able to reach a wide range of people.

One important aspect of Salesforce+’s content marketing strategy is personalization. They understand the needs and preferences of their audience and tailor their content accordingly.

This helps them build stronger connections with their customers and keeps them coming back for more.

Another key factor in Salesforce+’s success is consistency. They consistently produce new and relevant content, keeping their audience engaged and interested. This helps establish them as a trusted source in the industry.

Absolut for influencer marketing

Absolut, the popular vodka brand, has successfully utilized influencer marketing as part of their digital marketing strategy. They have partnered with influencers in the alcohol and cocktail industry to promote their products on social media platforms like Instagram and YouTube.

By collaborating with these influencers, Absolut is able to reach a wider audience who may be interested in trying their drinks. The influencers create engaging content featuring Absolut products, such as cocktail recipes or reviews, which helps to generate buzz and interest among their followers.

This type of influencer marketing has been effective for Absolut because it allows them to tap into the credibility and influence of well-known personalities in the industry.

Influencer marketing has become increasingly popular due to its ability to connect brands with targeted audiences through trusted individuals. By partnering with relevant influencers who have a large following, brands like Absolut can leverage their influence and credibility to create authentic connections with consumers.

Influencers are seen as experts in their niche areas, which makes their endorsements more persuasive than traditional forms of advertising. This strategy not only increases brand awareness but also helps build trust among consumers who value the opinions and recommendations of these influencers.

Adidas for email marketing

Adidas has shown great success in using email marketing as part of their digital marketing strategy. They understand the importance of reaching their target audience directly through personalized messaging.

By sending out tailored emails to customers, Adidas is able to engage with them and build a loyal customer base.

One effective tactic that Adidas uses is segmenting their email lists based on customer preferences and behaviors. This allows them to send relevant content and offers to each group, increasing the chances of conversion.

For example, if a customer has shown interest in running shoes, Adidas will send them emails specifically highlighting new running shoe releases or promotions.

Another key aspect of Adidas’ email marketing strategy is creating visually appealing and mobile-friendly emails. They know that many people check their emails on smartphones or tablets, so they make sure that their designs are optimized for different screen sizes.

This ensures that customers have a seamless experience when viewing and interacting with the emails.


In conclusion, digital marketing strategies are essential for businesses to thrive online. By understanding the different types of strategies and following a structured plan, companies can effectively reach their target audience and achieve their marketing goals.

With continuous evaluation and adjustment, an effective digital marketing plan can lead to increased visibility, engagement, and success in the online world. So start building your strategy today and watch your business grow!


1. What are digital marketing strategies?

Digital marketing strategies are plans businesses use to reach customers through the internet.

2. How can I build an effective digital marketing plan?

To make a strong digital marketing plan, you need to set clear goals, know your audience, choose the right tools and measure your success.

3. Can my business grow with just a regular website as part of my digital strategy?

No, a good digital strategy needs more than just a website. It should include other ways like social media, emailor online ads to reach customers

4. Are all types of businesses suitable for digital strategies?

Yes! All sorts of businesses can benefit from using an effective plan for their internet-based customer reach efforts.